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Warner Music Group

"Working with Sybase 365 allows us to use the fast growing mobile music market as another way to promote our music. With the growing popularity of mobile ring tones, integrated short codes are a natural extension of our marketing efforts."

Michael Nash
Senior V.P.
Internet strategy and Business Development
Warner Music Group

With its broad roster of new stars and legendary artists, Warner Music Group (WMG) is home to a collection of the best-known record labels in the music industry. WMG teamed with Sybase 365 to use the latest digital technology to market its records by allowing consumers to download tunes on their mobile device through sending text requests.

Business Advantage

Key Benefits

Sybase Technology

Industry

Download the full success story in PDF format.


Meeting Challenges in Digital Marketing
Warner Music Group (WMG) became the only stand-alone music company to be publicly traded in the United States in May 2005. The company offers a collection of the best-known record labels in the music industry including Asylum, Atlantic, Bad Boy, Cordless, East West, Elektra, Nonesuch, Reprise, Rhino, Roadrunner, Rykodisc, Sire, Warner Bros. and Word. Warner Music Group wanted a wireless partner to exclusively launch a groundbreaking SMS service. This would allow WMG to offer on-pack or CD insert marketing with calls to action selling ring tones directly to the music loving public.

Using short codes featured on CD packages, album posters, artist Web sites, and online banner ads, consumers in the U.S. were able to directly access ring tones from WMG artists from their mobile phones in one simple step. Additional content—such as screensavers and wallpaper from WMG's world-renowned record labels, were made available by short code. Charges for downloads appeared on the customer's wireless bill, as opposed to a credit card, helping WMG serve the crucial teen market. Online banner ads also informed music fans about the new service. Short codes provided fans with a fast and easy way to access music by sending a wireless text message to the short code found on a CD package, Web site, or advertisement. Fans sent a text message identifying a specific track number, and downloaded the corresponding ring tone via Sybase 365's cross-operator infrastructure. Michael Nash, Senior V.P. of Internet Strategy at WMG says "Working with Sybase 365 allows us to use the fast growing mobile music market as another way to promote our music. With the growing popularity of mobile ring tones, integrated short codes are a natural extension of our marketing efforts."

Sybase was an obvious choice for WMG, since its reputation in delivering efficient mobile technology is unbeatable. Sybase 365 worked closely with Warner Music to build, launch, and maintain the first ever label-owned and operated ring tone service for its Atlantic Records subsidiary. This was a great success story for the Warner Music Group, who was able to create a niche in the field of online music delivery.



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